Dodge

What Dodge does

Dodge is an American automobile brand established in 1914 and currently operated as a wholly-owned subsidiary of Stellantis N.V. through FCA US LLC, headquartered in Auburn Hills, Michigan. The brand designs, manufactures, and markets performance-oriented muscle cars and SUVs, with its core lineup comprising the Dodge Charger (offered in two-door and four-door configurations with 3.0L SIXPACK twin-turbo inline-six gasoline engines producing 420-550 hp and an all-electric Daytona Scat Pack delivering 670 hp) and the three-row Dodge Durango SUV (offering V6, 392 HEMI V8, and supercharged 710 hp SRT Hellcat powertrains). Vehicles are built on Stellantis's STLA Large platform with multi-energy architecture spanning ICE, hybrid, and 400-volt electric propulsion, including an early-stage solid-state battery test program with Factorial Energy.

Dodge distributes vehicles through an authorized dealer network covering all 50 U.S. states plus Canada and Mexico, with European expansion launched in 2026 via KW Automotive as official importer. Revenue is generated primarily through one-time vehicle sales at MSRPs ranging from $38,995 (Durango GT V6) to $80,990 (Durango SRT Hellcat Jailbreak), supplemented by Direct Connection factory-backed performance parts, Mopar accessories, Dodge Connect subscription services, official merchandise (including the $24.95 Charger Fragrance), and Free2move mobility/rental services. Customer segments center on muscle car enthusiasts, three-row performance SUV buyers, racing/aftermarket consumers, and a contemplated sub-$30,000 entry-level sports car segment.

Strategic positioning emphasizes highest-horsepower-per-dollar value, multi-energy powertrain flexibility, extensive factory personalization (Jailbreak offers over 6 million configurations on Durango SRT Hellcat), and motorsports-rooted brand activation through NHRA sponsorship, Roadkill Nights, and the Radford Racing School driving experience. The brand carries significant marketing momentum in 2025-2026 with eight major industry awards including North American Car of the Year for the Charger, though parent Stellantis has announced a brand portfolio restructuring under new CEO Antonio Filosa that scales back investment support for Dodge and Chrysler following a €22.2 billion writedown and $26.3 billion loss in 2025.

Name

Dodge

Legal name

FCA US LLC

Website

https://dodge.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Dodge is an American performance automobile brand under Stellantis that designs, manufactures, and sells the Charger muscle car and Durango SUV across gasoline and electric powertrains through an authorized dealer network in North America and Europe.

Ownership category

akta.pro rank

Product category

Performance Vehicles

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Motor Vehicle Transmission and Power Train Parts Manufacturing (33635)

SIC

Motor Vehicles & Passenger Car Bodies (3711), Engines & Turbines (3510)

akta.pro primary industry

Hybrid Powertrain Integration Manufacturing (ICE-HEV/PHEV modules) (IMACAHAJ)

akta.pro secondary industry

Automotive Charging Hardware Manufacturing (On-board Chargers, Charge Inlets, DC-DC) (IMACAJAK)

Keywords

• Muscle car manufacturing
• Performance SUV vehicles
• Automotive parts sales
• Connected vehicle services
• Electric vehicle manufacturing

Headquarters

HQ city

Auburn Hills

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Vehicle Sales: Primary revenue stream from sale of muscle cars (Charger) and SUVs (Durango) with multiple powertrain options including gasoline, electric, and hybrid variants. Vehicles sold through authorized dealer network with MSRP ranging from $38,995 to $80,990.
2. Parts and Accessories: Mopar branded parts and accessories available through dealers and online, including performance parts through Direct Connection catalog
3. Connected Services and Subscriptions: Dodge Connect connected services including remote vehicle access, vehicle diagnostics, and charging management with subscription plans
4. Merchandise and Apparel: Dodge branded merchandise including apparel, accessories, and collaborative collections such as the Under Armour partnership

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Dodge is an American automotive brand that designs, manufactures, and sells performance vehicles, primarily muscle cars and performance SUVs, through an authorized dealer network. The core product portfolio includes the Dodge Charger (offered in gasoline SIXPACK twin-turbo and all-electric Daytona variants) and the Dodge Durango three-row SUV (with HEMI V8 powertrains including a 710 hp supercharged SRT Hellcat). Supporting offerings include factory-backed Direct Connection performance parts, the Uconnect infotainment system, and Dodge Connect connected vehicle services.

Product overview

Dodge is an American muscle car and performance SUV brand under Stellantis, offering a multi-energy vehicle lineup combining traditional internal combustion engines with electric propulsion. The core product portfolio centers on two vehicle lines: the 2026 Dodge Charger (available as two-door or four-door muscle car in gas-powered SIXPACK variants delivering 420-550 hp, or all-electric Daytona Scat Pack with 670 hp) and the Dodge Durango three-row SUV (offering V6, HEMI V8, and 710-hp SRT Hellcat powertrains with up to 8,700 lb towing capacity). Supporting the vehicle lineup are the Uconnect 5 infotainment system with Amazon Alexa and smartphone integration, Dodge Connect remote services via mobile app, Direct Connection factory-backed performance parts, and Radford Racing School driving experiences. The brand celebrated multiple 2026 awards including North American Car of the Year and MotorWeek Drivers' Choice Best of Year honors for the Charger.

Differentiator

Problem solved

Functional benefit

Brands

• Direct Connection: Factory-backed performance parts program offering available factory-tuned parts for maximum performance without violating emission requirements or the vehicle factory warranty, covering modern performance vehicles, drag racing, restomod and vintage vehicles.

Products and services

• Dodge Charger R/T The 2026 Dodge Charger R/T is the entry-level muscle car variant powered by a 3.0L SIXPACK twin-turbo straight-six engine producing 420 hp and 468 lb-ft torque, available in two-door and four-door configurations with standard AWD. Starting MSRP $49,995.
• Dodge Charger Scat Pack The 2026 Dodge Charger Scat Pack is a high-performance muscle car variant featuring the 3.0L SIXPACK twin-turbo high-output engine producing 550 hp and 531 lb-ft torque, achieving 0-60 mph in 3.9 seconds and a quarter-mile in 12.2 seconds. Marketed as the world's fastest AWD muscle car. Starting MSRP $54,995.
• Dodge Charger Daytona Scat Pack The all-electric 2026 Dodge Charger Daytona Scat Pack delivers 670 hp and 627 lb-ft torque through dual-motor AWD, achieving 0-60 mph in 3.3 seconds. Features a 400-volt propulsion system and NACS charging port providing direct access to the Tesla Supercharger network. Starting MSRP $77,490 (2027 4-door).
• Dodge Durango The 2026 Dodge Durango is a three-row performance SUV offering multiple powertrain options including a base GT (V6 or HEMI V8), the R/T 392 with a 475 hp HEMI V8, and the SRT Hellcat with a 710 hp supercharged HEMI V8. Offers up to 8,700 lbs towing capacity, over 50 seating configurations, and up to 85.1 cubic feet of cargo space. Base GT starting MSRP $38,995.
• Dodge Durango SRT Hellcat The 2026 Dodge Durango SRT Hellcat is the high-performance SUV variant powered by a 6.2L supercharged HEMI V8 producing 710 hp. Features the Jailbreak customization program offering over 6 million possible exterior and interior configuration options. Starting MSRP $79,995 (SRT Hellcat AWD) and $80,990 (Jailbreak AWD).
• Dodge Durango R/T 392 Launch Edition The 2026 Dodge Durango R/T 392 Launch Edition marks the first time the legendary 392 HEMI V8 engine is standard, delivering 475 hp and 470 lb-ft torque with 0-60 in 4.4 seconds and 8,700 lb best-in-class towing capacity. Starting MSRP $49,995.
• Direct Connection Performance Parts Direct Connection is the exclusive source for factory-backed performance parts designed, developed, and validated by SRT Engineering. Parts allow upgrades and customization for modern and vintage Dodge vehicles without violating emission requirements or the vehicle factory warranty, covering drag racing, restomod, and performance components.
• Dodge Connect Connected Services Dodge Connect is a connected services subscription package providing remote vehicle access through the Dodge mobile app, including engine start, door lock/unlock, vehicle location tracking, drive alerts, and electric charging management for EV models.
• Radford Racing School Driving Experience A one-day high-performance driving experience offered at Radford Racing School in a safe, controlled environment. Included standard for new owners of Durango SRT, Charger Scat Pack, and Charger Daytona Scat Pack vehicles, and available for purchase for buyers of any Dodge vehicle being built.

Quantifiable outcome

• 2026 Dodge Charger named North American Car of the Year, validating multi-energy muscle car strategy
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Under ArmourminorGTM or Marketing Partner · 23 June 2026Dodge and Under Armour launched collaborative performance apparel and footwear collection inspired by Dodge muscle cars including Charger SRT Hellcat and Challenger SRT Demon. Collection features HB-Lo sneakers, HeatGear baselayers, and athletic gear with burnout-inspired textures in oxblood red and carbon black colorways. Official launch event held at UA NEXT SEVENS tournament at IMG Academy in Bradenton, Florida.
• NHRA (National Hot Rod Association)coreGTM or Marketing Partner · 14 May 2026Dodge and Mopar serve as title and presenting sponsors for the inaugural Dodge NHRA Great Lakes Nationals at U.S. 131 Motorsports Park in Martin, Michigan (September 18-20, 2026). This marks the first NHRA National event in Michigan in 66 years and serves as opening event of NHRA Countdown to the Championship playoffs. Tony Stewart Racing drivers Matt Hagan and Leah Pruett represent the brands.
• KW AutomotivecoreChannel Partner/ Reseller/ DistributorKW Automotive serves as official European importer for Dodge, distributing both electric (Daytona EV) and gasoline-powered (Sixpack) Charger models across European markets. Spare parts for European customers are handled by Iron Parts.
• M1 ConcoursecoreStrategic or Co-development PartnerDodge's Roadkill Nights event is hosted at M1 Concourse in Pontiac, Michigan, featuring street-legal drag racing on Woodward Avenue alongside road course track shootout. Event represents over a decade of partnership between Dodge and the enthusiast venue.
• Radford Racing SchoolminorStrategic or Co-development PartnerDodge partners with Radford Racing School to provide high-performance driving experiences for new owners of Durango SRT, Charger Scat Pack, and Charger Daytona Scat Pack vehicles. Experience offered at Radford facilities for one-day driving sessions.
• America250minorGTM or Marketing PartnerDodge serves as exclusive automotive sponsor for America250 celebration marking the United States' 250th anniversary. Partnership includes 'Declaration of Deals' retail campaign offering 0% APR financing or covered sales tax, plus limited-edition America250 commemorative vehicles including Durango GT America250 edition.
• Direct ConnectioncoreTechnology or IntegrationDirect Connection is the exclusive source for factory-backed performance parts designed, developed, and validated by SRT Engineering. Parts allow upgrades and customization without violating emission requirements or the vehicle factory warranty, serving both modern and vintage Dodge vehicles.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ford Mustang: Ford's Mustang is the most direct American muscle car competitor to the Dodge Charger, sharing the same pony/muscle car positioning, performance trims (GT, Dark Horse, Mach-E variants), and enthusiast buyer base. Both brands compete head-to-head on horsepower-per-dollar and brand heritage.
• Tesla: Tesla's Model S Plaid and Model 3 Performance are direct competitors to the Charger Daytona EV Scat Pack in the high-horsepower electric performance category. Dodge's adoption of NACS gives Tesla-aligned charging access, intensifying the rivalry on both product and infrastructure.
• Chevrolet Camaro: The Chevrolet Camaro was Dodge Charger's closest ICE muscle car rival (SS, ZL1, ZL1 1LE trims) until production ended; both competed in the same segment with V8 performance trims and racing heritage marketing. Remains a directly comparable performance brand even as Chevy pivots lineup.
• Chevrolet Corvette: The Chevrolet Corvette (Stingray, Z06, E-Ray) is a direct American performance halo competitor to Dodge's SRT/Scat Pack trims, targeting the same enthusiast buyer seeking supercar-class performance in a domestic package.

Broad incumbents

• Mercedes-AMG: Mercedes-AMG competes with Dodge's high-output trims (Charger Scat Pack, Durango SRT Hellcat) for performance-oriented premium buyers, though at significantly higher price points. As an incumbent German performance brand, it represents an aspirational competitor.
• Audi Sport (RS): Audi's RS performance line competes with Dodge's halo products for buyers seeking performance-oriented daily-drivable vehicles, including RS e-tron GT which overlaps with Dodge's EV positioning. Broad incumbent with German engineering reputation.
• Ford (F-150 Lightning / Mustang Mach-E): Ford's broader EV and performance portfolio (F-150 Lightning, Mustang Mach-E, Mustang Dark Horse) competes with Dodge's Charger Daytona EV and Durango in adjacent performance SUV/truck spaces, with substantially larger scale resources.
• BMW M: BMW M is the benchmark global performance-vehicle sub-brand, competing with Dodge's SRT/Scat Pack trims for premium-performance buyers willing to pay $60K+. As an incumbent, it brings broader product depth and global dealer scale versus Dodge's US-centric enthusiast focus.

Emerging players

• Lucid Motors: Lucid's high-performance Air Sapphire (1,234 hp) directly competes at the top of the electric performance segment where the Charger Daytona Scat Pack sits. Both chase a premium-performance EV buyer but Lucid is smaller and earlier in scale.
• Hyundai N (Ioniq 5 N): Hyundai's N performance sub-brand, particularly the Ioniq 5 N, is an emerging direct competitor in affordable electric performance vehicles. Targets a slightly younger/import demographic but overlaps with Dodge's accessible-performance positioning at lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dodge
• YouTubeyoutube.com/dodge
• Facebookfacebook.com/dodge
• Instagraminstagram.com/dodgeofficial
• TikToktiktok.com/@dodge

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dodge